Newmarket Business Association has expanded distribution of its seasonal magazine, throwing its support behind print in what is a turbulent time for the industry.
For the Spring issue of Newmarket, which came out on August 13, it ran 50,000 copies, and expanded its distribution beyond Auckland to include other major centres – Wellington, Christchurch, Queenstown and Dunedin.
The aim is to let more Kiwis know about Newmarket as the premium shopping precinct in Aotearoa – featuring local stores, galleries and the vibrant hospital scene.
“We realised we can do something with our resource and push out the brand far and wide to cover more of the country,” says the Newmarket Business Association (NBA) CEO Mark Knoff-Thomas.
“We can do some heavy lifting on behalf of businesses and spread the word about Newmarket to international and domestic tourists.”
And the decision to double down on print was an easy one, because print and retail is never going to go away, says Knoff-Thomas. “People want that tactile interaction.”
Magazine evolution
What started out life as a four-page newsletter, hand-delivered to local businesses by a temp, has evolved into a 92-page magazine, shining a spotlight on Auckland’s Newmarket, says Knoff-Thomas.
It was nine years ago when magazine, Newmarket, left the printing presses for the first time. Operating on monthly publication cycle, it provided a modest 28-pages into the goings-on of the suburb.
However, the “fast and furious” frequency of the print run was putting a lot of pressure on the Newmarket Business Association (NBA)’s marketing team and resources, says Knoff-Thomas.
Enter Francesca Ritchie, as Publisher and Editor, who “came in and elevated it to the stratosphere,” he adds.
It became a luxe magazine with 92 pages and just three issues a year, aligning with the seasons – Spring, Summer, and a combined Autumn/Winter.
“People have moved away from how they consume media,” says Ritchie. “In print, a monthly publication can be a bit too overwhelming… this felt more in line with shoppers and media consumption.”
Working with the best
Newmarket is a lifestyle magazine, says Knoff-Thomas, ideally enjoyed with a coffee or a glass of wine in hand.
There’s something in the magazine for everyone, from fashion, new products to interviews with local businesses, travel and opinion pieces.
Ritchie says the team at NBA are very lucky to work with and support some of the industry’s best talent on creating content and running photoshoots, which often using key spots from the area – Highwic, the Olympic Pools and the Auckland Fish Market.
It’s free for consumers and can be picked up from stands around the Newmarket area. People can also subscribe online, paying $ 25 for three issues to be delivered to their door.
Further to the expanded print run, the NBA has also announced the launch of a new podcast, to further encourage Kiwis to come and explore the shopping district.
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